Consumers usually buy products intuitively – they reach for the brand they remember the most. Content marketing in the FMCG industry must ensure that your company remains in the consumer's memory and is the first choice when they stand at the store shelf. This means fighting for space in the mind, not for clicks or shares. Discover effective strategies, examples, and best practices for creating content marketing campaigns for the fast-moving consumer goods sector.
Content marketing campaigns for FMCG must be designed with their specific characteristics in mind. Products are often bought impulsively or out of habit, and purchasing decisions are made quickly. This means that the content should quickly capture attention, build awareness, and reinforce the brand image. Campaigns for the fast-moving goods industry are usually characterized by a short life cycle and a desire for immediate impact, and their goal is not only sales but also building an emotional connection with the consumer.
According to Business Research Insights, the value of the global FMCG market was $115 billion in 2024, with a forecast to grow to $159 billion by 2033, at a Compound Annual Growth Rate (CAGR) of 3.66% from 2025 to 2033. This shows stable, yet competitive growth, where effective marketing plays a key role.
Effective FMCG content marketing campaigns are based on a combination of creativity, precise targeting, and data utilization:
Tailoring content to individual user needs and preferences, based on their purchasing behavior data and changing trends, allows for creating more contextual and engaging messages. It is worth noting that more and more companies are using personalization and AI-based product recommendations to drive growth, analyzing purchasing patterns and advertising more tailored offers.
Modern AI systems can analyze thousands of data points in real time to predict what might interest a given customer. For example, the integration of iPresso recommendation frames with Vertex AI means that if the system notices interest in organic products, it will automatically suggest something from that series to the consumer. When using a discount coupon for the "salty snacks" category, the recommendations will change so that the consumer receives suggestions matching their current needs.
Encouraging consumers to create and share their own content related to products (e.g., photos, reviews, videos) strengthens the community around the brand and builds authenticity. Contests and actions involving consumers are an excellent way to increase engagement. Bazaarvoice 2024 research shows that users are almost 2.5 times more likely to consider content generated by other consumers as more authentic than content prepared by the brand. Additionally, 77% of shoppers are more likely to put a product in their basket that they found thanks to this type of content.
Video is an indispensable tool for presenting FMCG products. Short instructional videos, reviews, cooking recipes, or creative advertisements on YouTube or TikTok that show how the product solves a problem are very effective. The Old Spice phenomenon shows the power of video marketing in brand rebuilding. The series of humorous advertisements not only generated billions of views but, above all, refreshed the brand's image and encouraged younger consumers to use the offer.
Emails still attract many consumers in the FMCG industry, and despite the growing popularity of social media, email marketing is one of the most frequently chosen communication channels. According to research, for every dollar spent on email marketing, you can achieve a return of over $30. It is worth remembering that success in email marketing for FMCG is not just about sending advertising campaigns. It's about delivering valuable content that educates, inspires, and builds relationships with consumers, encouraging them to regularly choose your brand.
With an open rate of over 95%, WhatsApp allows you to reach consumers instantly with promotions, discount codes, and information about new products. This messenger is becoming an ideal tool for sending personalized offers at the right time. Brands can answer questions in real time, as well as send interactive messages and engage consumers.
Imagine a consumer who saw an online advertisement for your potato chips with the slogan "Real Polish Flavor," then went to the website where the main banner screamed "Innovative Snacks Inspired by America," and when they signed up for the newsletter, they received an email titled "Taste the Flavors of Asia." They certainly won't gain trust and will choose the competition instead of wondering what you offer.
Also, don't fall from one extreme to another – true consistency is not copying the same text everywhere like a mantra. It is maintaining one brand personality that speaks in the same tone, upholds the same values, and promises the same experience – regardless of whether the customer encounters it in an SMS message, on packaging in a store, or in response to their email inquiry. Because the customer doesn't buy chips – they buy the promise you make to them. And that promise better be true.
Communication consistency across all digital channels builds trust and increases market share. You can use omnichannel for this purpose and deliver the same content regardless of the chosen communication channel.
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Analysis of successful FMCG campaigns shows how creativity and strategic use of content marketing can bring tangible results:
For content marketing in the FMCG industry to be effective, you must remember a few key aspects:
